Rooted in Community: How Cannabis Brands Grow Through Connection
By Shaniece N. Fullove, MPA
For marketers, brand community isn’t just a buzzword — it’s a lifeline. In an industry still shaping its identity and fighting stigma, community is where trust, education, and loyalty are built. A strong brand community allows customers to feel like they’re part of something bigger than a transaction, and that sense of belonging often translates into advocacy and long-term growth.
Why Community Matters in Cannabis
Federal restrictions and state-by-state compliance rules limit how cannabis brands can advertise. Without the same media channels available to other industries, word of mouth, shared experiences, and grassroots engagement become vital. As Seth Godin reminds us, people don’t just buy goods and services — they buy relationships and stories. Cannabis brands that focus on community are tapping into that truth.
Tips for Marketers
Host Experiences: Dispensary-led events and educational workshops give consumers a safe place to learn and connect.
Build Digital Spaces: Online groups on Instagram, LinkedIn, or niche cannabis forums extend community beyond the dispensary.
Encourage Storytelling: Invite customers to share their journeys with your brand, reinforcing authenticity and relatability.
Support Advocacy: Partner with local organizations or policy initiatives to show your brand is invested in the bigger picture.
An Industry Example
When I worked in cannabis retail, I saw firsthand how in-store “education days” built community. Customers weren’t just introduced to products — they connected with budtenders (sales associates), asked questions, and often left feeling like part of the brand’s story. That sense of belonging turned casual visitors into repeat customers and even advocates who brought their friends back.
This mirrors practices in wellness and beauty CPG brands, which use pop-ups, workshops, and influencer collaborations to foster community. The difference in cannabis is that heavy restrictions force marketers to rely even more on creativity, consistency, and authentic relationships.
Looking Ahead
As the industry moves toward federal regulation, the role of community will only grow stronger. Brands that start cultivating authentic communities today—through in-person events, storytelling, and digital connection—will be the ones leading tomorrow’s national marketplace.
“Community isn’t just about marketing—it’s about building credibility, culture, and connection in a regulated space.” - Fullove
When cannabis brands root themselves in the community, they grow deeper connections, foster trust, and position themselves as more than sellers—they become part of people’s lives.
